Hunt Marketing Expands With Accountable DM
Last year, the agency added an online department, increased its staff by 25 percent and reported capitalized billings of $45 million.
The online department has been pushing a still relatively rare technology called "micro sites" -- small Web sites that are intended to be extensions of advertisements -- to bring results to clients.
Unlike company Web sites that offer a variety of options such as job opportunities and other corporate information, the micro sites carry only the message of an advertisement. The sites often have links to a company Web site but aim to offer a first impression that is uncluttered. In addition, the sites' addresses are publicized only in specific ads or banners, so the agency can easily track response to an ad.
"The benefit is two-fold. It's trackable because anyone who goes to the site saw the ad, and it's focused because people are not distracted by company press releases and career opportunities," said John Livengood, vice president and managing partner of Hunt Marketing Group, who noted that the technique is being tested by several clients.
The formation of the online unit, coupled with the win of clients such as software company Visio Corp., Seattle, and increased work from long-term clients such as Bank of America, caused the agency to boost its staff from 36 to 45 people last year.
As a result, the agency, which offers creative development, strategic planning and production of direct marketing campaigns in a range of mediums, moved into the 11,000-square-foot ninth floor of the Braodacres Building, 1601 Second Ave., Seattle. The agency also has an office in Phoenix.
"Our philosophy is marketing that is accountable, measurable and calls prospects to action," Livengood said, "but we're continuing to look for new ideas and techniques. If the direct marketing has stayed exclusively with direct mail and catalogs - not that there won't always be some place for that -- the world would pass it by."